In the ever-evolving haircare category, a strategic PR campaign is essential. New brands are emerging daily, and consumers are increasingly savvier when it comes to product innovation, technology, formulas and those seeing-is-believing results. The key to a strong communications plan is an integrated approach that incorporates traditional media and social impact – all with a unique brand story to tell, and the right people to tell it.
BRAND STORYTELLING
Crafting a strong brand narrative that encourages brand discovery through both traditional and social media via product trial and review. Media love an “I Tried It” story, featuring their own experience and headlines that reference this authentic testimonial are widely-read and provide strong brand credibility and conversions. For professional brands whose goal is to appeal to salon partners and stylists – education and brand-building perks should be at the center of the PR campaign.
BRAND PERSONAS
Whether its founders, brand experts, or influential third-party partners such as stylists, trichologists and dermatologists - beauty brands today are winning by engaging these personalities to fuel storytelling – leveraging them for events, media interviews and social content. The impact creates connections, drives credibility, and consistent media coverage with top-tier outlets.
EVENTS AND BRAND ACTIVATIONS
Hosting events that media and influencers want to attend is an evolving strategy. The winning formulas are rich with social media content, include appearances from influential personalities like celebrities, professional ambassadors and founders, and focus on brand and product education. Events at exclusive locations and press trips for select VIP media are successful, too. For professional haircare brands, in-salon events give an opportunity to engage with B2B and B2C editors as well as stylists for firsthand experiences, while speaking one-on-one with brand spokespeople. Also, having a unique presence at leading trade shows where media and industry tastemakers can engage the brand can lead to invaluable relationships, fuel business growth and coverage within top trade outlets which ultimately broadens brand visibility to potential distribution partners, retailers/salons, and investors.
INFLUENCER PROGRAMMING
Consumers and media are increasingly turning to social to discover brands, products, and trends. Today, it’s a mix of product gifting for earned (organic) content coupled with timely paid campaigns across relevant social channels. Choosing the right personalities and content that aligns with your target audience is key for visibility, engagement, and conversions.
